A town in New Zealand has taken a first mover advantage to promote local travel with a cheeky tourism campaign.
Dunedin, at the head of Otago Harbour on the South Island, has launched a tongue-in-cheek campaign: Dunedin, a pretty good Plan D.
"It's like Bali but with wetsuits," says the local council, aiming at the domestic market but could equally apply to Australians seeking a safe holiday, when travel opens up across the Tasman.
Enterprise Dunedin director John Christie says Kiwis had to cancel their international travel plans this year and many would have been heading to bucket list sites and activities overseas.
“Dunedin may not have been their first choice, but it is ‘a pretty good Plan D’ and can offer alternatives that comparable to those found in Europe, Asia, Australia and the US,” he says.
“We hope the beautiful visuals and surprising comparisons of this campaign, will help to change Kiwis existing perceptions of Dunedin and entice them to come and explore the special places that are so abundant here.
“Our compact city has so many destinations that overseas visitors rave about; ‘Dunedin, a pretty good Plan D’ will turn the spotlight on them for the domestic market to see."
The campaign, costing $NZ150,000, launched with the first in series of videos, this one revealing the beauty and ancient story of the Pyramids at Okia Reserve on Otago Peninsula.
Here it is:
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